On New Year’s Eve 1971, Perry Pfeffer was a 22-year-old guy attending his first Grateful Dead concert at San Francisco Bay’s legendary Winterland Ballroom.

The story goes that the next day he found himself in seminal rock promoter Bill Graham’s Columbus Avenue store, where he walked out with his first rock concert posters.

Over the next 48 years, he amassed thousands of rock music posters and handbills used to advertise concerts and festivals starting around the famous 1967 Summer of Love.

Pfeffer turned his passion for rock poster art into a business in 2001, when he opened Postercade, an online vintage concert poster business where he sold some of his finds.

When Pfeffer died in February at age 69, his private collection included hundreds of posters spanning from a rare 1963 Bob Dylan college campus appearance to one for the 2015 Coachella music festival.

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